Lizzie Magie Avenue - Shuffling the deck, changing the rules. An initiative

by unMISSable

A fictional street. A very real injustice

To mark the birthday of Lizzie Magie on May 9, 2025, unMISSable is launching a symbolic and committed campaign called Lizzie Magie Avenue.

Lizzie Magie is the true inventor of a board game created to expose economic inequality.

That game, titled The Landlord’s Game, was later appropriated, modified, and sold under another name—without ever giving her credit. Her concept went on to conquer the world. Her name, however, was erased from memory.

Still today, many women see their contributions diminished, forgotten, or hidden. Lizzie Magie Avenue is an initiative created to bring visibility and recognition to those erased female voices.

A powerful symbolic gesture

At the heart of this campaign is a unique kit designed to transform your favourite board game. With a specially made sticker, you can replace the iconic square of the most expensive street on the board with a brand-new, fictional address: Lizzie Magie Avenue.

This simple gesture, accessible to everyone, becomes a symbol of resistance to the glass ceiling that continues to exist in professional, cultural, and creative spheres. It reminds us that it's time to change the rules—or at least to rewrite some of them. And most importantly, it opens the conversation: about the invisibilisation of women, about erased legacies, and about the place we are finally choosing to give them.

An initiative by unMISSable, led by committed women

This campaign is the brainchild of Nancy Delhalle, an entrepreneur and feminist active in the marketing sector. As co-founder of the communications agency Serviceplan Benelux, she is also behind initiatives such as FAM (the female expertise hub of BAM, now expanded into DEI), and the unMISSable evenings—inspiring networking events for women in leadership. With this project, she wanted to spark a conversation about how women are still too often erased from history—whether in official narratives, within companies, or inthe entrepreneurial world.

She brought together a powerful team :

• Brigitte Dreyfuss, a well-known media commentator on Belgian French-speaking television and radio, who brought her sharp insight to help restore Lizzie’s rightful place—and that of so many others.

• Nathalie Strybos, an award-winning creative and committed feminist activist.

Together, they revealed Lizzie Magie Avenue at the unMISSable event on May 23, in the presence of prominent guests such as Sophie Wilmès (former Prime Minister and current Vice-President of the European Parliament) and Léa Bayekula (multi-medal-winning Paralympic athlete).

A message that resonates—now more than ever

In a context where data on pay equity, representation in executive boards, and access to funding for women entrepreneurs point to a structural gap, Lizzie Magie Avenue becomes part of a broader movement. It is a response to the ongoing systemic invisibility.

An invitation to shuffle the deck, change the rules, and give women the place they have too often been denied.

In 2025, the statistics are still alarming :

• Less than 10% of street names in Belgium honour women (European Data

Journalism),

• Fewer than 2% of Nobel science prizes have been awarded to women (Académie des sciences),

• And female ideas remain largely unacknowledged (DécadréE).

Official launch : May 9, 2025

Available materials : kit, product visuals, press release

Platforms : #LizzieMagieAvenue

Led by : unMISSable

Press contacts : Nancy Delhalle & Cassandra Tsigros - info@lizziemagieavenue.com

Website : lizziemagieavenue.com

This initiative is independent and does not rely on any registered trademark. We encourage you to refer to the game in an indirect manner, in order to stay in line with the independent spirit of the initiative.

About unMISSable

UnMISSable is a one-of-a-kind professional networking event for women, bringing together top-level leaders in marketing and communication. Designed as a series of intimate, thought-provoking, and inspiring meetings, the event features speakers from diverse—and sometimes unexpected or disruptive—backgrounds, aiming to challenge ideas, spark reflection, and foster meaningful connections around purpose-driven topics.

It’s also a space for legacy-sharing, rewriting the rules, and opening new perspectives at the crossroads of business, culture, and activism.

Among its recent standout guests : Dalilla Hermans, Diane von Fürstenberg, Beverly Jo Scott, and Barbara Hendricks—women who speak up, break ground, and move boundaries.